Mobile Payment Journey

Creating the best mobile shopping experience for your customer can be complex. To shine some light, we asked mCommerce experts from the vast retail ecosystem to give their tips and best practices to remember when creating and improving your mobile payment journey.

13 de ago. de 2018

Upfront Information

With the huge increase in mCommerce it is important that retailers are aware of and invest in relevant technologies that facilitate a seamless payment experience.

Maria Prados

Formas de pago

Show which payment methods you accept and security logos on your mobile site homepage and app.

Nick Hull

Transparencia

Transparency at all stages of the mobile payment process is vital to accelerating conversion rates and limiting cart abandonment. If retailers are upfront with pricing, as well as any additional costs or shipping fees, shoppers are far more likely to complete their purchase and leave with a positive retail experience.

From the home page to the checkout, personalise and contextualise content to drive relevancy for both new and returning users.

Caila Schwartz

Filter

Upfront information doesn't just mean the home page. Make sure you're offering plenty of filtering options in searches and item classification. Sites that provide 4 or more filter attributes see 27% higher basket rate.

Product Page

Optimisation of the limited available space is key in the mCommerce shopping experience. Utilising universally known icons, simple navigation, clear pricing and simplicity in the product content are all important factors to ensure an attractive product page.

User Profile

User profiles let the shopper save payment credentials to facilitate an instantaneous and secure checkout process whilst making the shopping experience more personalised. The user profile should consist of minimal re-entry of information paired with an easily navigable interface to appeal to contemporary consumer preferences.

Mike Hann

Efficient login

Pay attention to security, but also keep things efficient for shoppers, like not requiring users to enter login details to use your app. Poq evaluated 4.18m app sessions across retailers and found that on average, users who are kept logged into an app are 2.1x more likely to convert.

Maria Prados

Previous payment types

Ensure users can see the payment types they used to buy within their user profile.

Peter Mullins

Historial de compra

Make sure users can easily view purchase history. This gives shoppers quick access to reorder past or frequent purchases.

Terry Hunter

Lealtad

It's not just about the profile. Taking loyalty to the next level with dedicated mobile app is a wise investment, as it allows a retailer to securely store details of shopper's preferences, making repeat purchases more spontaneous and frequent.

Payment Page

Transaction security should be at the forefront of your payment journey. Reinforcement of security logos, hosted Worldpay payment pages and tokenisation of card details will help combat the large proportion of consumers willing to drop out of a purchase at the payment page if they have any security concerns.

Sacha Wilson

Cost transparency

In Canada, 42% of shoppers have abandoned a shopping cart from an overseas seller because extra fees were not clear. In Italy 27% of shoppers do the same. If customers do buy a product that shows up with extra costs they weren't expecting, your customer could refuse the shipment altogether - meaning that you lose a sale, most likely lose a customer for good, and pay both the initial and return shipping costs out of your own pocket.

Maria Prados

Auto detect

Auto detect the card type based on their card number, and addresses based on post/zip codes.

Nick Hull

Local currency

In today's commerce landscape, international borders are becoming less and less relevant for high-performing retailers. Retailers with global aspirations should offer payment methods localised for each market, and automatically show currencies based on the shoppers detected location.

Confirmation

Confirmation of a purchase is a key in building shopper trust. Communication preference channels vary globally so communications through the relevant means needs to be considered. Details of the purchase and payment completion should be clear and easily understandable as well as the ability to track an order.

Guest

Save time. You don’t need an account to check out

Continue as Guest

Standard

Create an account and you will benefit from an express checkout, online order tracking, emails about new brands, upcoming releases & more...

Premium

Create a Premium account and get all the standard benefits, plus exclusive discounts, and free next-day delivery.

Peter Mullins

Incentives

Provide an incentive for account creation to those users who have completed the purchase as a guest.

Peter Mullins

Tracking

Provide means to track or cancel orders either on the confirmation page or the order history page within a “User” section.

Terry Hunter

Communication

Swift communication following a transaction is essential. This should be personalised and based on channels the customer uses, as well as how they prefer to receive updates and notifications.

Laurent Christen

Delivery information

Provide a confirmation summary which is sent by email or text which thoroughly outlines delivery or pick up information, as well as return procedures for both options.

Laurent Christen

Engagement

Order confirmations are tremendous opportunities to guide consumers through the fulfilment process or in-store pick up process. They also keep shoppers engaged after their purchase. Be sure to add featured products to confirmation pages and follow-up emails, and consider using "customers who bought this item also bought" products to encourage further browsing on mobile or tablet devices.